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Young, successful and heading towards greatness

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Augmented reality (AR) is an emerging cutting-edge technology in marketing. Dr Kate Mmalebuso Ngobeni, the youngest Unisa female staff member to attain a doctoral degree at the age of 28 in 2023, addressed the underexplored realm of AR in marketing research, with a particular focus on its application in online shopping for high-involvement products in her PhD thesis.

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Dr Kate Mmalebuso Ngobeni

Her doctoral thesis proposes a conceptual model that consists of both driving and inhibiting factors influencing consumer adoption of online AR shopping. Using a positivist inquiry and structural equation modelling, her research validated various relationships proposed in the conceptual model. The results highlighted the nuanced interplay between factors such as perceived ease of use, risk barriers, discomfort and perceived usefulness in shaping consumer intentions.

The findings offer valuable insights for academics, marketers and online retailers, informing strategies to leverage AR technology effectively to enhance marketing activities and overcome challenges in transitioning consumers to online platforms.


Balancing academic pursuits, research commitments and family responsibilities

Ngobeni's research interest in technology focuses on the fourth and fifth industrial revolutions and sustainable consumption. "I am fascinated with how these advancements can shape our future. The rapid evolution of technology presents both opportunities and challenges, especially concerning sustainability, which motivated me to delve deeper into understanding their intersections," says Ngobeni.

After matriculating in 2012, she went to the University of Pretoria for her tertiary education, where she completed a BCom degree in Marketing and Business Management in 2015, followed by a BCom Honours degree in Marketing Management in 2016.

Her pursuit of knowledge culminated in an MCom in Marketing Management in 2017. In the same year (2017), she started working as a graduate trainee at Colgate Palmolive, where she did rotations within the commercial business and developed a passion for strategic marketing and research, which led to the desire to pursue a PhD in management studies.

Ngobeni joined Unisa's College of Economic and Management Sciences (CEMS) as a junior lecturer in November 2018. In 2019, she registered for her proposal and started writing her chapters in 2020. She was then promoted to a lecturer in 2021 and graduated with her PhD in 2023 at 28.

"I feel immense pride in being recognised as the Youngest Female Doctoral Graduate in 2023 at the 2024 Unisa Research and Innovation Awards. I view this achievement as humbling and hope it inspires other young individuals to fearlessly pursue their academic and research aspirations," she says.

Although balancing academic pursuits, research commitments and family responsibilities was no small task for Ngobeni, she is grateful for the support from her family. "Luckily, I come from a family with a strong academic background, so getting the buy-in and support from them was easy." She says time management played a crucial role in managing her work and studies. However, the grant and support from the university and a 24-month Academic Qualification Improvement Programme (AQIP) leave aided and enabled her to focus solely on completing her PhD.


Aspiring to inspire for meaningful impact

Ngobeni says securing a senior lectureship and progressing to associate professorship are her immediate goals. She said this career progression will allow her to mentor aspiring researchers and continue to publish impactful studies. "I aspire to lead research initiatives that drive meaningful change, addressing pressing global challenges through interdisciplinary collaboration and innovative thinking," she says.

In pursuit of her goals, Ngobeni is currently writing journal articles from projects that she perused while doing her PhD and from her thesis. "I have now been granted the Women in Research Award, a project that I am really excited about," she says with a smile.

To young academics and young postgraduate students, Ngobeni says, "Embrace curiosity and persistence in your academic journey. Pursue research that not only excites you intellectually but also contributes positively to society. Remember, every challenge is an opportunity to learn and grow. Seek mentorship, collaborate across disciplines and stay resilient in the face of setbacks. Your contributions can shape the future of your field and make a lasting impact on our world."

* By Mpho Moloele, PR and Communications, Department of Research, Innovation and Commercialisation

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Publish date: 2024/08/01

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